If you don’t eat animal products or wear animal products, “chances are you’re loath to smear one on your face,” as the Los Angeles Times puts it. Hence the birth of vegan beauty brands: makeup, hair and skin care that’s not only cruelty-free (i.e. not tested on animals) but completely devoid of any animal products. Conventional makeup and personal care gear often contains beeswax (in lip balm and mascara), milk (in soap and lotion), collagen (derived from cows, and found in skin-care products) and carmine (a colorant that comes from beetle shells). ”Our skin absorbs 60% of what we put on it, so it’s just as important as the food we eat,” Sunny Subramanian, who runs the Vegan Beauty Review site, told the LA Times. Check out the six brands below for natural, vegan and cruelty-free cosmetics, hair products and skin care.